Recruitment is a result of proactive outward and inward facing marketing activity from within the provider. Larger providers may have access to a central marketing team responsible for the marketing of other programmes, which could be utilised for the promotion and recruitment of Traineeships. However, smaller providers may not have these resources available. Below is some guidance on how a provider with limited resources may go about recruiting trainees.
Why is marketing Traineeships important?
A regular supply of young people onto Traineeship programmes benefits all stakeholders. More young people have the opportunity to progress into an Apprenticeship or employment. Employers have the opportunity to offer more work placement opportunities and more Apprenticeship roles. Training providers are able to engage with more young people and more employers which in turn could lead to more opportunities to deliver Apprenticeship provision. Referral Agents are able to progress their clients into relevant provision which should lead to paid employment.
In July 2014, New Economy estimated that there was a potential cohort of 8,250 young people living in Greater Manchester (GM). This represents a significant opportunity for young people, employers and Traineeship providers across GM.
QA Case Study
QA use a number of methods to recruit trainees.
Direct Marketing promoting QA Apprenticeships on the QA website and from the school liaison team leads to referrals of those learners who are not yet ready for an Apprenticeship.
16-18 year old learners are referred from Positive Steps and Career Connect
19+ learner referrals are received from JCP
Word of mouth from current learners who recommend friends
QA employ a Resourcer to recruit young people onto their Traineeship programme with a particular focus on BAME community centres and young people from disadvantaged areas